The UFC sold 16,000 seats within 6 days using Adomni
The UFC had to move its fight from Las Vegas to Los Angeles - less than a week before the event.
BACKGROUND
For UFC’s 232 fight scheduled for December 29, 2018, the Nevada Athletic Commission would not license the headline fighter, Jon Jones, to participate in Nevada, because he tested positive for a prohibited substance banned in Nevada, but not in California. UFC had to relocate the fight, refund all the tickets sold for the fight in Nevada and resell the event in Los Angeles — within six days.
STRATEGY
The UFC executed the campaign to switch the fight’s location just days before, with UFC’s out-of-home (OOH) ad agency, Outdoor Solutions, using Adomni’s self-service online platform. The campaign ran two versions of the advertisement.
The Goals
- Relocate UFC’s 232 fight from Las Vegas to Los Angeles
- Refund all of the tickets sold for the fight in Nevada
- Resell tickets for the event in Los Angeles
Our Approach
- Programmatically updated creative and turned ads on within minutes
- Promoted the new fight using two versions of creative
- Targeted the digital screens during optimal times for the most noticeability
The Results
- The Los Angeles event sold out days before the fight
- The fighting arena filled 16,000 seats
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